The effect of promotional strategy on sales growth in case of bright painting factory

Abstract

The aim of study is to investigate the effect of promotional strategy on sales growth in case of bright painting factory. The purpose was to examine the effect of promotional strategy on the factories sales Growth. It attempted to investigate what type or dimension of promotional strategy highly influence the sales growth of the factory. The purpose of the study was to determine the effects of promotional mix on sales growth. The research was guided by the following specific objectives: To examine the relationship between advertising and sales growth at Bright painting Factory, to evaluate the relationship between personal sale and sales growth at Bright painting Factory, to evaluate the relationship between personal sale and sales growth at Bright painting Factory, and evaluate the relationship between direct marketing and sales growth at Bright painting Factory to examine the relationship between advertising and sales growth at Bright painting Factory. Explanatory design research design was with qualitative and quantitative research approaches were applied. All permanent employees of the factory (105 employees) who works on the factory at different level were become a participant of the study. The collected data from respondents analyzed using descriptive and inferential analysis techniques. The findings of the study shows direct marketing and advertising were affect the sales performance of Bight Painting Factory while sales promotion, public relations and have a modest role in impacting the selling performance of the company. There was a significant relationship between promotional strategy and factory’s sales growth in general and each promotional dimension in particular. Specifically, there were positive and significant correlation existed between sales performance and advertising, direct marketing, advertising and sales promotion. Since Promotion is one of the basic marketing strategies, Bright painting factory should coordinate various promotional tools which are unpracticed till now and increase its sales growth. The study concluded that product quality has a positive effect on sales growth; Promotion is a major factor in the marketing strategy that enables producer and immediate customers to choose from among any product developed to satisfy the needs of target market. The descriptive analysis showed that Advertising direct marketing were practice best in the factory while others Sales promotion, Public relations, Personnel selling were not found influential in the factory. Advertising and direct marketing were perceived as means to influence sales performance of bright painting plc. There were positive and significant correlation existed between sales growth and advertising sales growth and direct marketing. The study recommended that the Bright painting plc, should build brand loyalty through coordinating various promotional tools which are unpracticed till now in the factory such as sponsorship and corporate social responsibility. It should appreciate and exploit the opportunities offered by promotion and learn how to modify promotional techniques to meet the needs to diverse target market in the industry. Also, the factory should recruit professionals into the industry because a good promotion requires a professional touch and design to stand as a marketing tool for factor survival and growth